Pengaruh Persepsi Harga dan Kualitas Produk terhadap Keputusan Pembelian: Survei pada Konsumen Toko Beras CV Wirabuana Tasikmalaya

Shahnaz Tsamarotul Puadah (Universitas Perjuangan Tasikmalaya)
Kusuma Agdhi Rahwana (Universitas Perjuangan Tasikmalaya)
Barin Barlian (Universitas Perjuangan Tasikmalaya)

Ulil Albab
Vol. 1 No. 10: September 2022

The purpose of this study was to determine and analyze the effect of price perception and product quality variables on purchasing decisions on consumers of rice shop CV Wirabuana Tasikmalaya. The research method used is a survey method with data obtained directly through a questionnaire to 100 respondents taken from the consumer rice shop CV Wirabuana. The technique used is multiple regression. Based on the results of this study, it is known that there is a simultaneous significant effect between Price Perception and Product Quality on Purchase Decisions. Price perception partially has no significant effect on Purchase Decisions and Product Quality Partially has a significant effect on Consumer Purchase Decisions rice shop CV Wirabuana Tasikmalaya.